PepsiCo, NFL renew "multi-year" sponsorship deal

V.Phani Kumar

NEW YORK (MarketWatch) -- PepsiCo Inc.
PEP, -0.27%
and the National Football League on Tuesday announced a fresh "multi-year" agreement to continue their 28-year sponsorship relationship. The new pact takes effect in 2012. A jointly issued statement didn't disclose the value or the tenure of the new pact, but a report earlier in The Wall Street Journal had said the deal could be renewed for 10 years through the 2022 playoffs for $2.3 billion, making it one of the largest sponsorships to date in U.S. sports. Under the new agreement, Quaker Oats will join a list of products including Gatorade, Pepsi Max and Frito-Lay to be endorsed by the NFL, according to the statement.

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